in this video game when he was visiting a friend. >> he asked me if i had ever seen this game and that i was in it. >> bergman: was it the ucla team? >> ucla team, yeah. immediately, seeing yourself on the video game, i'm thinking to myself, "wow, they got me on a video game." and while his kid was playing, he almost whispers it in my ear. it was like, "you know, the crazy thing about this is that you didn't get paid." they didn't ask me for my image. they didn't ask me, you know, for my left hand, for my sweet jump shot. >> bergman: and you don't get a piece of the action, basically. >> whatsoever, nope. >> ed o'bannon, three seconds remaining. >> bergman: economists say that, because players never get paid, coaches and administrators can make millions. >> so in that system, the coach ends up getting paid the money that would otherwise go to the player. and so, you have these coaches all over the map who are getting paid $2 million, $3 million, $4 million, $5 million.